HR MANAGEMENT; The Death of Loyalty - And 10 steps to winning it back; In this second of his two article series looking at the changing landscape of management, Phil Kerslake takes a critical look at the plight of the baby boomer generation. What does this significant slice of the current workforce need and expect from management? Is their organisational loyalty still alive or did it wither away with the dawning of the new millennium and the arrival of middle age?

Employee loyalty is a key to business success. Leaders know that more loyalty equates to more satisfaction, motivation, productivity, tenure of employment and the ability to attract the best of the best. Baby boomer loyalty is currently the lowest in the New Zealand workforce. Their present lack of loyalty reflects real-time needs managers are either not adequately helping employees satisfy, or are in some way impeding. Boomers apparently want to actively pursue their dreams and passions, either directly through employment or by using their job as a financial enabler. New Zealand's public service sector is working hard to improve its position by winning employees' hearts, minds and loyalty. It is working on the quality of leadership in public sector ranks and has taken action to provide resources to educate and inform managers about the needs and expectations of their staff, and secondly evolve and grow managers into better leaders. A 10-step approach to winning back loyalty if lost and to retaining it if still in place is presented.